Before families step through your gates, they’ve already visited your school online. In fact, for most prospective parents, alumni, and donors, your website is the first impression. The question is - what impression are you leaving?
When a family considers your school, they no longer begin with a phone call or a glossy prospectus. Their first step is almost always digital: typing your school’s name into Google and landing on your website. In those first few moments, before anyone has stepped foot on campus, they’ve already begun forming an impression.
The question is - what impression are you leaving?
First Impressions Matter
Research shows visitors form a judgement about a website within seconds. Parents, alumni, and donors are no different. They’re asking themselves:
Does this school feel welcoming and professional?
Can I find the information I need quickly?
Do I feel confident this is the right place for my child - or my donation?
If your site looks outdated, clunky, or difficult to navigate, those doubts can creep in before your enrolments team even gets the chance to connect.
Think of Your School Website like a House
Imagine arriving at a home for the first time. The garden is overgrown, the paint on the front door is peeling, and the windows are dirty. Even before you step inside, you’ve made assumptions: If the outside looks neglected, the inside probably is too.
Your website works the same way. Outdated design, broken links, or tired content make families wonder if the school itself is behind the times. A well-maintained, inviting website signals that the school is organised, professional, and proud of its identity.
A Window into School Culture
A school website does more than provide information - it reflects your culture. The design, language, and imagery all send signals:
Warm, authentic photography conveys community and belonging.
Clear, confident wording builds trust and credibility.
Stories of student success and alumni pathways highlight outcomes.
Every colour, image, and piece of text says something about your values. In many ways, your website is the digital “welcome mat” to your school.
Beyond Admissions
It’s easy to think of the website as an admissions tool - and it absolutely is - but it serves a far wider audience:
Current parents rely on it for calendars, updates, and portals.
Alumni look for news, reunions, and ways to stay connected.
Donors want to see the impact of their support and feel part of your mission.
A strong website speaks to all of these groups, uniting them under one vision of your school community.
Why Static Sites Don’t Work Anymore
Ten years ago, it was common to “set and forget” a school website. But today’s audiences expect fresh, updated content. A static site risks looking abandoned - or worse, irrelevant.
Regularly refreshed news, event listings, and student stories show that your school is vibrant and forward-looking. Dynamic content also helps search engines rank your site higher, meaning more families will discover you.
Time to Open Your Digital Front Door Wider
Your website isn’t just a brochure - it’s the front door to your school. It’s where first impressions are made, relationships are nurtured, and decisions are influenced.
If it’s welcoming, easy to navigate, and tells your story authentically, you’re already ahead. If not, you may be turning families and supporters away without even realising it.
